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When Rare Beauty launched toward the end of 2020, it did so with 150 SKUs. At the time, there was no way of knowing that its $25 Soft Pinch Liquid Blush would become iconic and one of TikTok’s first truly viral beauty products, according to multiple reps for the brand. Fast forward to 2025, and the brand launched its fourth blush, the $27 Soft Pinch Matte Bouncy Blush, on Thursday.
Five years ago, the buzzy blush landscape was quite different. There was Nars Cosmetics’ iconic Orgasm blush, which first launched in 1999. Glossier launched Cloud Paint in 2017, which it calls a “blendable cream blush with a gel-cream texture,” though it is, in fact, a liquid. Westman Atelier launched its blush stick in 2018. Though Circana no longer has data tracking back to 2020, it shared that, in 2022, the prestige blush market was valued at $266.6 million. By 2024, that number had jumped to $481.8 million.
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